Badminton Sport Collective

Badminton England appoint Sport Collective to support and implement commercial strategy

June 15, 2017

The National Governing Body for the world’s second largest participation sport has appointed sports rights and marketing agency Sport Collective to support the development of Badminton England’s commercial strategy and to deliver sport business training to its athletes.

With four million people getting on court to play each year, badminton is one of England’s most popular participation sports and is firmly established as the nation’s most played racket sport.

More than two million children also set out on a lifelong love of the sport via Badminton England’s schools programme.

Olympic medal winning athletes and the world’s oldest and most prestigious badminton Grand Slam event – the YONEX All England Open Badminton Championships – are all also managed and organised by Badminton England.

Sport Collective will work closely with Badminton England to develop and implement new strategies to increase revenue from digital content, membership and major events.

Sport Collective Training will also deliver bespoke sport business training to Badminton England’s elite athlete network, building their knowledge to support their career pathway.

Adrian Christy, CEO of Badminton England said: “Our new Discover Badminton strategy tells a great story of the exciting opportunities ahead for English badminton and we are delighted to partner with Sport Collective to help us build and execute our commercial partner programme”.

Peter Daire, Director of Sport Collective said: “We are really pleased to be working with the talented team at Badminton England. Their participation numbers, Olympic success and major event staging make them a really attractive sport which we are delighted to be involved in growing further”.

Badminton Sport Collective